'This Is Your New Wallet': Capital One Kicks Off Apple Pay Promotion

Follows MasterCard, Chase in Running National Spots for Payment System

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Capital One will debut its first TV spot featuring the mobile-payment service Apple Pay on New Year's Eve, the company said.

It joins other financial-services companies, including MasterCard, Chase, Wells Fargo and Bank of America, in promoting the service in ads

The spot, created by DDB Chicago, follows customers as they make purchases via the iPhone 6 and track their spending with Capital One's mobile wallet.

Called "Worn Jeans," the ad plays with the idea that most people have a specific place where they carry their phones and wallets -- whether in a purse, pants pocket or coat. Now, your phone is your new wallet, the ad says.

It closes with the Capital One's classic tagline -- "What's in your wallet?" -- and promotes the credit card company's new mobile wallet.

"We're really excited about redefining the wallet …and modernizing our tagline," said Marc Mentry, SVP at Capital One.

Capital One launched the wallet app featured in the ad in October 2014, ahead of the release of Apple's mobile-payment system. It was designed to work with Apple Pay and track purchases made through the iPhone 6.

"As soon as retailers started accepting the ability to pay with a phone, we wanted to be ready," said Mr. Mentry. "We wanted to have deep functionality, so that we have something to stand out."

Mr. Mentry declined to comment on the budget for the campaign, but said "Worn Jeans" will complement Capital One's two ongoing campaigns to promote its Quicksilver and Venture cards.

Since its launch, Apple itself has yet to run any televised commercials for the service, but has continued to tout milestones in its adoption.

On Dec. 16th, Apple announced 10 banking issuers compatible with Pay, adding to a roster of retail stores and startups accepting the mobile-payment product. In October, CEO Tim Cook said Pay had over 1 million activations in its first three days. (The company has not offered further user updates.) Apple recently claimed credit cards representing roughly 90% of U.S. purchase volume support Pay.

Like Apple Pay promotions from other companies, Capital One's campaign needed vetting by the Apple marketing team. "We work closely with those guys," Mr. Mentry said of the partnership with Apple. "We made sure there were open lines of communication."

The ad will air during the Capital One Orange Bowl on ESPN, which it is sponsoring for the first time. It will run across major television networks, cable entertainment and sports outlets, online video, Video on Demand and on Mobile iAds beginning Jan. 5.

The company timed the push to the Orange Bowl so that it could take advantage of the spotlight it has during the game, and to kick off the new year by promoting its new functionality, said Mr. Mentry.

Last year, Capital One shelved its support for Softcard, the telecom-backed payment offering then called Isis Wallet.

Horizon is Capital One's media agency.

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